Copywriting
Tactic
Begin Sentences With the Previous Object
Start sentences by referencing the preceding object.
Overview
Read these sentences:
- The knife is in front of the pot. The glass is behind the dish. The pot is on the left of the glass.
Confusing, right? Each sentence requires a new mental image.
But if we swap the last two sentences:
- The knife is in front of the pot. The pot is on the left of the glass. The glass is behind the dish.
Much better. A single narrative is unfolding across these sentences.
. . . subjects try to integrate each incoming sentence into a single coherent mental model (Ehrlich & Johnson-Laird, 1982, p. 296).
- Ehrlich, K., & Johnson-Laird, P. N. (1982). Spatial descriptions and referential continuity. Journal of verbal learning and verbal behavior, 21(3), 296-306.